Before opening its doors, this New York City-based med spa partnered with Fifth & Cor to build digital anticipation and awareness—specifically through Pinterest. The goal was to position the brand as a trusted voice in the medical aesthetics space by leveraging the platform’s visual nature and long-tail search potential to drive pre-launch buzz and post-opening web traffic.

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Strategy
The Pinterest strategy centered around three key pillars:

1. Educational Value: Creating informative graphics about Botox, dermal fillers, facials, and skin care routines to build trust and encourage engagement.

2. Visual Consistency: Designing branded pins that reflected the spa’s clean, elevated aesthetic, reinforcing brand identity.

3. Search Engine Optimization: Utilizing keyword-rich pin titles, descriptions, and alt text to improve discoverability—turning Pinterest into a long-term SEO asset.

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Each pin linked directly back to the med spa’s website, with strategic landing pages guiding users to service information, booking options, and blog content.

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Implementation
Pre-launch, the team focused on creating evergreen and educational pins that could attract a broad audience and establish the spa’s expertise before day one. Pins ranged from "Top Benefits of Microneedling" to "What to Expect After Botox." The content calendar was designed to align with seasonal trends and popular skincare conversations, with batch uploads scheduled weekly for consistency.

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After opening, the strategy evolved to include more promotional pins, such as service highlights, limited-time offers, and patient testimonial quotes styled as shareable graphics.

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Results (May–June Campaign Window)

• Impressions grew from 5.79k in May to 37.23k in June—a 542% increase.

• Engagements rose from 170 to 1.62k, marking an 853% growth.

• Saves increased by 970%, from 37 to 396, indicating stronger content resonance.

• Total Audience expanded by 456%, from 4.62k to 25.69k.

• Engaged Audience jumped 738%, from 148 to 1.24k.

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Conclusion

From pre-launch to post-opening, Fifth & Cor successfully positioned this NYC med spa as a thought leader in the aesthetics space through Pinterest. By aligning beautiful content with strategic SEO and consistent posting, the brand rapidly built a following and drove qualified traffic to its website. 

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The results speak for themselves: Pinterest is no longer just a social platform—it’s a vital traffic and lead generation channel in the spa’s omnichannel strategy.